9 How it Works Free entry to all the eventsLarge cash prize attracts top athletesCorporate sponsorship and state fundingFirst come first servedStaffed by volunteersPublicised by ESPN and partners in USFamily orientated

10 Strengths 250.000+ visitors each year Family friendlyEnvironmentally friendlyFree entry to all the eventsBenefits for the state it is held inAttracts state fundingESPN Network for publicityVery popular among 6-17 year oldsInteractive eventsProfessional/ famous competitors

11 Weaknesses Attracts criticism from amateur extreme sports enthusiastsExcess demandWorkers are almost all casualProblems with timelines and logisticsPossible environmental problems

20 Shared Weaknesses Not in the Golden Triangle Local AttractionImage of Bradford amongst touristsOften promoted together with Bradford

21 Weaknesses Saltaire: Shipley Glen:No promotion of UNESCO world heritage siteCould be unrealistic view of BradfordFree entry = less attractiveFocused on Art galleries rather than social historyOnly information is cheap mapShipley Glen:Only open Weekend afternoons in winterRun entirely by volunteersShares car park with local GrammarTourists don’t have to take the tramBad promotion amongst different groupsLack of money for investment

25 Threats Saltaire: businesses in mill move out no more incomeShipley Glen:DogsHard to control visitor numbersFoot and MouthWeather

26 RecommendationsLink the 2 sites together like Coal Mining Museum & Yorkshire Sculpture ParkCreate Heritage Center like Port Sunlight:Displays include photos, models, information,…Guided tours, self-guided tours, plaques on wallsOpportunity to charge for part of the experienceCreate “day in the life of…” experienceLiterature, signposting and festivals

34 Some figures 2.6 million arrivals in 1996 4.1 million in 19983.2 million in 1999 due to war in Kosovo, close to CroatiaAfter the ousting of Milosevic, lasting stability led to rapid return of tourism to the region

36 Strengths AttractionsGeographical: bays, beaches, steep cliffs and densely wooded islands = natural beauties.Weather: warm and dry summers, mild winters, sunniest town of southern Europe = equally attractive in all seasons.Activities: one of the most attractive place to sail and dive, cruise tours, hiking, naturism, aquariums = best place to go for some activities (differentiation).Cultural: Unesco world heritage site, oldest pharmacy in Europe, monasteries&palaces, political and cultural history (competition with Venice for example) = unique place to see some cultural facts.Event: St Blaise festivities, Summer Festival, Cultural Festival = differentiation by the identity of the events (associated with Dubrovnik).

40 Weaknesses Promotion Image of Dubrovnik in western EuropeTravel organisers: not a highlighted destination = lack of awarenessPublic & Private support organisation: low financial disposal = lack of communicationImage of Dubrovnik in western EuropeHistory: a new state created with a war = lack of safety nessPolitical geography: a still instable area = lack of safety nessEconomy: an under developed country = lack of serviceInfrastructure: a destroyed area or rebuild area = an ugly place to stay, nothing to do

41 Weaknesses Service PoliticalTransport: low air traffic, low train traffic, lack of safety ness on the roads, corruption of border policemen = difficulties for a tourist to comeAttractions: some of the cultural attractions have been destroyedWork force: 50% of turn-over = incompetencePoliticalInside Croatia: ethnical problems not solvedOutside Croatia: instability of the region (Montenegro, Macedonia, Albania, Bosnia-Herzegovina)

43 RecommendationIdentify the good target for Dubrovnik on adequation with the strengths and opportunities.Define a clear promotion campaign on this target.Act and re-act depending the success of the action.

44 Identify the good targetMain opportunities:Increasing transport possibilitiesTo become the best place for sailing, diving and naturismMain threats:Political instabilityCompetition with other Southern Europe countriesMain strengths:Variety of natural attractionsCheap pricesWeather attractionMain weaknesses:Lack of awarenessDifficult accessAdults between 30 and 50, income between 10k to 15k pounds, without children, avoiding mass tourism and looking for sailing, diving and/or naturism in wild islandsTraveller(Pearce 82)They are not frightened by the image of Croatia and looking for new places